| Different from traditional advertising which are independent with the media content,product placement integrate advertising content with media content.With the development of Internet,media industry keep transforming and innovating,and online video websites has been maintained a high-speed development,especially the blowout development of original online variety shows,which brings the innovation of Product Placement.Although many scholars have explored product placement field,they mostly focus on the traditional media,and there are few researches on product placement in online variety shows.This paper uses the phenomenal online variety show "The Rap of China" as an example to study advertisement effect and its influencing factors of product placement.There are three independent variables: advertising sensitivity,media content evaluation and placement approach,and two dependent variables: brand attitude and purchase intention.The study found that(1)media content evaluation has a significant positive correlation with brand attitude and purchase intention.(2)Placement approach influence brand attitude,and Deep Placement achieve a higher brand attitude than Shallow Placement.But there is no significant relationship between placement approach and purchase intention.(3)Under the stimulation of Shallow Placement,the advertising sensitivity is significantly related to brand attitude and purchase intention.However,this relationship is not significant on the Deep Placement.(4)Advertising evaluation plays an intermediary role in the influence of media content evaluation on consumer brand attitude.(5)Under the stimulation of Shallow Placement,the advertising evaluation's intermediary role exists in the influence of media content evaluation and audience sensitivity on consumer brand attitude and purchase intention.In conclusion,in order to maximize the effectiveness of product placement,accurate positioning should be implemented.Meanwhile,innovating product placement format,especially Deep Placement,to achieve comprehensive integrated marketing communication. |
